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What your customers really think about you

In this hands-on survey workshop, Lori Gauthier PH.D., Director of Marketing Research at Zendesk, explained how to create survey questions that deliver measurable actions and inspire insightful responses.

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What your customers really think about you

  1. 1. LIVE #RelateLive WhatYourCustomers ReallyThinkAboutYou
  2. 2. LIVE #RelateLive Lori Gauthier, Ph.D. Director of Marketing Research Zendesk @datadocgauthier lgauthier@zendesk.com
  3. 3. LIVE #RelateLive So, you need data. And you want to use surveys to get it. Now what?!
  4. 4. LIVE #RelateLive Content • The good • The bad • And the truly ugly
  5. 5. LIVE #RelateLive Example:askingabouteffort. How hard are your customers working to get help from you?
  6. 6. LIVE #RelateLive How much effort did you personally have to put forth to get your issue resolved? Very low effort Very high effortNeutral High effortLow effort CES v1.0 Example:askingabouteffort.
  7. 7. LIVE #RelateLive Thegood:yourconstructofinterest. • Question should ask about your construct of interest as you’ve operationally defined it • Scale should provide responses that appropriately measure your construct of interest as you’ve operationally defined it • Question and scale capture only your construct of interest and nothing else
  8. 8. LIVE #RelateLive Maximize,minimize. Maximize the good stuff: construct of interest Minimize the bad stuff: random error Minimize the truly ugly stuff: systematic error
  9. 9. LIVE #RelateLive Observedscore = truescore Observed score = (1) true score for construct of interest + (0) other constructs + (0) random error + (0) systematic error Observed score = True score
  10. 10. LIVE #RelateLive Thebad:randomerror. • Question or scale uses complex language, grammar • Question or scale has multiple interpretations • Question is double barreled • Scale is too sensitive, not sensitive enough • Scale has no verbal labels • Scale is not construct-specific • Number of scale points is even
  11. 11. LIVE #RelateLive Thetrulyugly:systematicerror. • Question or scale is unbalanced, leading • Question or scale induces acquiescence bias • Setting induces transactional bias • Order induces carryover effect
  12. 12. LIVE #RelateLive Example:askingabouteffort. CES v2.0 To what extent do you agree or disagree with the following statement? The company made it easy for me to handle my issue. Strongly disagree Strongly agree Neither agree nor disagree Disagree Agree Somewhat disagree Somewhat agree
  13. 13. LIVE #RelateLive Example:askingabouteffort. CES vLori How difficult was it to get the company’s help in solving this issue? Not at all difficult Extremely difficult Moderately difficult Very difficult Slightly difficult
  14. 14. LIVE #RelateLive Example:askingabouteffort. How hard are your customers working to get help from you? What is making them work so hard?
  15. 15. LIVE #RelateLive Example:askingabouteffort. How did the company make it difficult? (Check all that apply) I had to contact the company multiple times I felt like I was talking to a robot I had to repeat myself I had to use a channel I don’t like (phone, web form, chat, email, FAQ) I was transferred from person to person Some other reason (Please specify)
  16. 16. LIVE #RelateLive So, you need data. And you want to use surveys to get it. Now you can ask the right questions!
  17. 17. LIVE #RelateLive Post-sessionsurvey. Please let us know what you thought about this session by completing the survey on the Relate Live app. Thanks so much!
  18. 18. LIVE a zendesk conference #RelateLive

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